When Nagas pop Revital & Voda takes a holy dip

Kumbh: Religion, sadhus new marketing props for India Inc

19 Feb, 2013

Text: Rajiv Singh, ET Bureau

Religion is the opium of the masses, but for brands it's turning out to be a wonder drug. At the Kumbh in Allahabad, companies are marketing their wares ingeniously using sadhus and supplicants as props.

Like a crowd of rushing Nagas going for their holy dip, brands too are making a beeline for quick salvation at the humungous festival where multitudes from world over congregate...